A new expression looks set to enter the English language following the Thursday press conference.

We all know those people that insist on boring the rest of humanity with their mobile phones, whether it be on the train, bus, in a restaurant or on the beach, the owner needs to be in constant contact with the outside world, and ensure that the rest of the world knows about it.

It's now quite common for mobile phones to be heard during the middle of a movie, far worse a play, as users choose to ignore the interests of others.

Now, these boorish people who refuse to show even the merest trace of understanding for their fellow man, simply by turning their mobile off, or even to switch to 'silent mode' for a few hours, have a name, a 'Brawn', while the act of having your phone switched on at inopportune times will be known as 'doing a Brawn' .

People who sit in cinemas, pubs, theatres and trains forcing the rest of us to listen to their tiresome conversations will henceforth be described as 'doing a Brawn'.

During yesterday's press conference, the Ferrari technical director's phone started ringing, much to his frustration, and the assembled media's delight.

Before he could switch it off, the phone had been grabbed by Rubens Barrichello.

"I'll say hello to Mom," said Rubens as he picked up the phone.

"Ross is in a meeting," explains the Brazilian to the person at the other end of the line. "Who is that?" he enquires.

"Hello, Rory," it's Rory Byrne, Ferrari's chief designer.

"It's Rory," he tells Brawn and the assemble journalists. "Hi, I'm with Ross in a press conference.

"I'm doing fine," he tells the South African, "I'm doing fine, Rory.

"Everyone is just having a laugh because... you want me to go outside with Ross for a meeting? Ross is going to call you back in five minutes, gentlemen, please, ladies and gentlemen. Thank you, Rory. Bye.

"I'll turn it off," said a blushing Brawn, taking the phone from the delighted Brazilian.